Révélons Les Possibles
- Brand
- Groupe BPCE
- Year
- 2022
- Objective
- Lead Gen & Recruiting
- Industry
- Finance
- Mechanic
- Quiz & Trivia
- Platform
- Web
- Agency
- Drimify
Objective
Groupe BPCE — Banque Populaire, Caisse d'Epargne, Natixis and their subsidiaries — had roughly 1,800 open roles and needed to hire more than 6,000 people a year, but the group's individual businesses were largely invisible to jobseekers under one employer brand. The campaign set out to put that range of companies in front of candidates in an engaging way, generate buzz on LinkedIn, and pull qualified traffic to the group's recruitment site.
Solution
One link, phone or desktop, drops the player onto a branded path that unlocks a new mini-game every Monday, Wednesday and Friday for three weeks. Several stops are scavenger-hunt quizzes with no guessable answers — the clues sit on the websites of BPCE's own companies, so the player has to leave the game, dig around those sites, and come back to submit an answer. Other stops are straight arcade rounds: a Pac-Man maze, a Connect Four board, a one-armed bandit. Between games, short screens tell the story of the group, its businesses and its values before the next round unlocks. Points carry over into a running leaderboard; every Friday a batch of gift cards goes out, and at the end of the three weeks the top 100 scores each win an iPad.
Results
More than 5,000 total engagements across the campaign; 554 qualified candidates completed every step of the path; 98% completion among everyone who started.
- 1
Players find the game announced on Groupe BPCE's social channels (mainly LinkedIn, also Twitter, Facebook and Instagram) and open it directly in a browser, on desktop or phone, with no install required. Anyone 18 or older may play except employees of the group's companies, and participation doubles as a recruitment lead-gen mechanic for the employer brand.
- 2
The core mechanic is a quiz-style treasure hunt: players are asked questions about the group's companies whose answers aren't given in-game, so they leave to search for clues on the websites of Banque Populaire, Caisse d'Epargne, Natixis and other group companies, then return to answer.
- 3
Between rounds, players see interstitial screens with information about the group's history, professions, commitments and values, so they come away with knowledge of the employer as well as points.
- 4
The quiz rounds alternate with three arcade-style mini-games: a Pacman maze game where players steer a character to collect points, a Connect Four game where players drop tokens to line up four in a row, and a slot machine where players spin reels for points and a shot at a prize.
- 5
Points from every mini-game completed feed into a running total, players see their rank on a leaderboard, and they can replay to raise their score and their odds of winning.
- 6
New mini-games unlock every Monday, Wednesday and Friday over three weeks, with players prompted to follow the group's social pages to catch each release. Weekly draws award three €50 gift cards, and after the run, players who complete every game and rank in the top 100 enter a final draw for iPads.
- 7
Throughout the path and at its end, players are directed to the group's recruitment site to browse open job listings (about 1,800 at launch) and apply.
